When Ryan Panchoo’s wife and kids started suffering with gluten and dairy intolerances, sweet cake treats went out the window. So he took to the family kitchen and began working on a range of multi-allergen-friendly products himself.
Fast forward four years and a host of free-from awards, and the doughnut brand was doing well. But could it do better? What it needed was an evolved identity and packaging to appeal to a wider audience and to drive awareness of the doughnuts’ unique and exciting flavour combinations.
Jackdaw Design set about creating a flexible design system for Borough 22 that could extend easily from packaging, to in-store and online.
Colour is highly influential on consumers and effects both product and brand perception, whilst patterns can represent a desired honesty for the customer. So drawing inspiration from the shapes of the doughnuts and their ingredients, we embraced the simplicity of geometry with graphic patterns, and we used colour to depict the essence of each doughnut flavour (Raspberry, Cinnamon, Maple, Sugared).
We produced three different box sizes: small (individual doughnut), medium (half a dozen) and large (a dozen), along with a seamless pattern greaseproof paper that sits snuggly within the box. Plus a paper bag which comfortably holds the boxes and ensures the doughnuts are delivered in a fresh-out-of-the-oven condition.
As part of the identity, we created a distinctive and contemporary logo. The standout lettering champions the brand in an engaging way, while embracing their excitement for the future. The result is a visual feast for the eyes.
Founder Ryan Panchoo agrees: “This packaging was a game changer for us!”
Borough 22 doughnuts are available from the world-famous Selfridges Foodhall in London, Birmingham and Manchester Trafford.
Borough 22 Doughnuts
Since the rebrand, sales in Selfridges have increased by 55% in just 12 months. And followers on Instagram have soared to over 16k, with a picture of the redesigned packaging receiving the highest number of likes (703) on Borough 22’s account.